by Jen Mallia
Last updated: 4:35 PM ET, Tue January 28, 2025
“Set-jetting” is one of the biggest trends in travel right now, with visitors selecting vacation spots based on the filming locations of their favourite shows and movies. VisitBritain’s latest campaign is right on-trend, as they are proud to unveil “Starring GREAT Britain”.
A study on screen tourism by the destination indicates that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip. To capitalize on this interest, the campaign launched with a promotional film directed by Academy Award-winning British director Tom Hooper, showcasing some of the top spots film buffs may want to visit.
“Many of the moments that took your breath away in the cinema were filmed in the United Kingdom,” says Sir Chris Bryant, Tourism Minister. “Stunning scenery, amazing cityscapes and great cinematic talent have combined over the years in a truly exceptional way. We want visitors from home and abroad to experience them first-hand by immersing themselves in the scenery and locations made famous thanks to film and TV.”
Locations for such varied programming as Mission: Impossible, Bridget Jones; Spider-Man, Succession, House of the Dragon, Harry Potter; Paddington, Fast & Furious and Mary Poppins Returns are all featured in the film and highlighted as places travellers may want to visit.
“Britain’s destinations are the real star of the show as we harness the powerful draw of screen tourism to attract international visitors and drive their spending across our nations and regions, boosting local economies,” says VisitBritain CEO Patricia Yates. “Using film and TV as the hook we’re telling the story of Britain today, showcasing our dynamic and diverse destinations and putting our welcome centre-stage.”
Multimedia Campaign
The multimedia campaign will also feature digital billboards in high traffic spots in strategic markets including at the Kurfürstendamm in Berlin, Germany, Gare du Nord Station in Paris, France, the City Walk hub in Dubai, UAE and the Jeddah Corniche in Saudi Arabia, alongside branded content across social media.
The advertising directs viewers to a screen-tourism hub on VisitBritain’s global consumer website with itineraries themed around film genres from romance to fantasy, action to adventure, encouraging visitors to broaden their itineraries, discover more regional destinations and stay longer. A digital map links to film inspired locations, attractions and experiences across the nations and regions.
“Films, TV and tourism have a lot in common. They bring people together and they can transport us to new places, experiences and adventures. From exploring our vibrant cities, world-class attractions and stunning countryside, the backdrop to so many iconic filming locations, to enjoying our exciting contemporary culture and hospitality,” says Yates. “Starring GREAT Britain inspires visitors to put themselves in the picture, discover more and book a trip to Britain right now.”
Canadians love travelling to Great Britain. Read more about the numbers: Britain Sees Record Number of Canadians.
Topics From This Article to Explore
